Joan Creative Named Agency of Record for European Wax Center

By Kyle O'Brien 

Independent agency Joan Creative has been named creative agency of record for European Wax Center, Inc. (EWC), the largest franchisor and operator of out-of-home waxing services in the United States, following a competitive pitch.

The New York agency will partner with European Wax Center to launch a new marketing campaign in Spring 2023 and will oversee national, social media and influencer campaigns, as well as helping to expand the brand’s guest base.

“EWC has all the right qualities to become a cutting-edge ‘modern legend.’ The business is roaring, the brand is strong and we see massive potential for continued growth,” said Lisa Clunie, co-founder and CEO at Joan. “We’re so excited to connect more with culture when we release the new, powerful integrated brand platform this spring.”


European Wax Center said it was looking forward to working with Joan to find new and innovative ways to connect with new and current guests.

“European Wax Center started the category almost 20 years ago, and now with Joan as our partner, we are looking forward to once again highlighting our best-in-class professional wax experience through cutting-edge creative and activations,” said David Berg, chief executive officer of European Wax Center in a statement.

Today’s news follows a strong 2022 for Joan, which was named Adweek’s Small Agency of the Year. Adweek noted that “the shop grew globally, pushed the envelope and refined how it approaches client work.” Adweek also named Joan one of the fastest growing agencies in 2022.

European Wax Center offers both in-center waxing services and at-home pre- and post-wax products. The company has over 900 centers across 45 states and was recognized in 2022 as one of the top franchises in Entrepreneur’s Franchise 500.